Breaking down the newly released SCRY styles, one can observe that each slope, curve and contour formed in the 3D printed polyurethane, represents the important relationship between creativity and technology.
Through this campaign a focus is drawn to the morphed silhouettes of the shoe, capturing the essence and embodiment of transformation and fluidity. Where the shape of each style tells a story of evolution, seamlessly blending fashion with innovative design technology.
Visualised in the campaign is the study of the parallel shape between human and product, and the fluid curvatures that are shared between the two.
With exaggerated silhouettes the shapes allow the spectator to dive into each facet of the piece, from the open back displaying the intricate construction of the 3D printed weave showcasing the attributes linked to 3D printed polyurethane, that continues its flow to the inside and outside sole of the shoe. As well as the seemingly carved out contours of the shoes transverse arch that bears resemblance to those of the human body.
Photographer
Clover
Creative Director
Julius Juul
Art Director
Fabio Caldera
Photographer's Assistant
Arturo Sylar
Casting Director:
George Raymond Stead
Model:
Rhaman Oyedele
Retouch:
C + H
